By: Sarah Nagle
It’s almost the holiday season, which means people will soon pack every inch of shopping centers and overload websites, searching for the perfect gifts. Naturally, companies benefit immensely from this season, most notably through increased consumer traffic and the consequent hope of new customers from this large-scale concurrent gift giving. Some stores, however, have further leveraged this seasonal opportunity in hopes of extracting all possible benefits. Specifically, stores located on Manhattan’s 5th Avenue are gifted with a significant locational advantage: 5th Avenue. This iconic street floods with people during the holiday season for two main reasons: shopping in the extravagant shops and visiting the elaborate and, possibly more iconic, window displays.
In the business world, this expected massive influx of shopping traffic is a marketing goldmine. Your audience will be there, and now it is up to the companies to market their products as best as possible and/or create a holiday-themed display straight out of someone’s wildest dreams. The goal is to create a window display that entices people to walk into the store and purchase their products. Often, these products are blended into the display very conspicuously, thus achieving the goal of failing to be an obnoxious advertisement, while keeping peoples’ attention long enough that they will want to come inside and see more. Below are some example window displays. If you were walking down 5th Avenue and saw these displays, which of these would most influence your shopping behavior?
Tiffany and Co. featuring their iconic blue box
Lord & Taylor Fifth Avenue
Saks Fifth Avenue